The marketing mix refers to the tactics a company uses to promote its brand, including the traditional 4Ps of Price, Product, Place and Promotion. It also increasingly includes other factors like Packaging, Positioning, People and Politics. To create an effective marketing mix, companies must get these elements right: the product must have good features and quality; the price must be suitable for the target market to purchase in large numbers; distribution must make the product widely available where and when customers want it; and promotion must create awareness of the product among customers and retailers. An optimal marketing mix balances all these factors to maximize success for a company.

1. Definition
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical
marketing mix - Price, Product, Promotion and Place. How ever, now adays, the marketing mix increasingly includes several other Ps like Packaging,
Positioning, People and even Politics as vital mix elements.
To create the right marketing mix, businesses have to meet the following conditions:
 The product has to have the right features - for example, it must look good and w orkw ell.
 The price must be right. Consumer w ill need to buy in large numbers to produce a healthy profit.
 The goods must be in the right place at the right time. Making sure that the goods arrive w hen and w here they are w anted is an important
operation.
 The target group needs to be made aw are of the existence and availability of the product through promotion. Successful promotion helps a
firm to spread costs over a larger output.
TheProduct:refers to the item actually being sold. The product must deliver a minimum level of performance; otherw ise even the best w orkon the
other elements of the marketing mix w on't do any good.
ThePlace: refers to the point of sale. In every industry, catching the eye of the consumer and making it easy for her to buy it is the main aim of a
good distribution or 'place' strategy. Retailers pay a premium for the right location. In fact, the mantra of a successfulretail business is 'location, location,
location'.
ThePrice: refers to the value that is put for a product. It depends on costs of production, segment targeted, ability of the market to pay, supply -
demand and a host of other direct and indirect factors. There can be several types of pricing strategies, each tied in w ith an overall business plan.
Pricing can also be used a demarcation, to differentiate and enhance the image of a product.
ThePromotion: this refers to all the activities undertaken to make the product or service know n to the user and trade. This can include adv ertising,
w ord of mouth, press reports, incentives, commissions and aw ards to the trade. It can also include consumer sc hemes, direct marketing, contests and
prizes
What is the importance of the marketing mix?
All the elements of the marketing mix influence each other. They make up the business plan for a company and handled right, c an give it great success.
But handled w rong and the business could take years to recover. The marketing mix needs a lot of understanding, market research and consultation
w ith several people, from users to trade to manufacturing and several others.
MARKETING MIX-4P’S (PRICE, PLACE, PROMOTION, PRODUCT)
Assignment-1
By- Varchasa Shandilya, M.B.A-II Sem. Apeejay Stya University

2. Company/Organization Product Place Price Promotion Famous
campaigns/slogans
Cadbury- Founder John
Cadbury
C.E.O- Todel Stitzer
Corporate office –
Mumbai
Chocolate, Candy
Gum brands,
Drinking chocolate
Production :
Bourneville in
Birmingham
Sale place : no
cap on selling
area, no cap on
retailers on
territory
Participation cost
for competing
leisure activities,
as well as the price
recommended
selling price for
merchandise and
confectionary
Television (ATL
activities)
Print Media(BTL
activities)
Posters,banners,
Celebrity
endorsements
 Yeh hai ristoon
ka time
 Kuch Meetha
Ho jaye
McDonalds –Founder
Ray Kroc & Ronald
McDonald
C.E.O-Donald
Thompson
Corporate office-
Mumbai
Veg-Fast food,
Non-Veg Fast food,
Beverages, Frozen
Deserts
All over India
33,978
restaurants in
India (2012)
Product
cost=ingredient
cost+Labor cost +
rent +utilities +etc.
Ingredient
cost=6% of labor
cost
Television (ATL
activities)
Print Media(BTL
activities)
Posters,banners,
Celebrity
endorsements
 “I’m Lovin’ It
 Har chotti
Khushi Ka
celebration
 App ke zamane
main baap ke
zaamne ke
price
Micromax-Mobiles
C.E.O-Rahul Sharma
Corporate office-
Gurgaon
Smart Phones,
Tablets, Phablets,
Data Devices and
digital accessories
India, USA,
Nepal, Dubai &
Middle East
Product
Cost=Chipset
cost+OS cost+
0ther peripherals+
Logistics
+Warehousing
Television (ATL
activities)
Print Media(BTL
activities)
Posters,banners,
Celebrity
endorsements
 Nothing Like
Anything
 Boss Ka phone
–phone ka boss
Facebook-
C.E.O
Corporate office-Menlo
Park, California.
The product here is
more intangible or
service oriented
because it cannot be
held in the hand or
seen physically;
however its benefits
in terms of
satisfaction of
communicating
with friends and
knowing what is
happening in
anotherperson’s
life can be
qualitatively
measured.
Facebook is a social
networking website
intended to connect
friends, family, and
business associates.
It is the largest of
the networking
sites.
Today wherever
one is located
access to
Facebook is
more than
possible.The
place of
distribution of
Facebook was
Harvard campus
and later to the
whole world
through the
internet. It has
been placed
close in
proximity as
near as the click
of a button.
Today it is even
closer through
the mobile
phone handset.
Facebook since its
inception has been
free and there is no
thought in the near
future to give it a
price tag. Although
very much
commercial by
gaining income
through
advertisement, it is
done subtly so that
users do not fell
bombarded with
messages from
companies selling
their products.
Facebook was
promoted as a
niche product. Mr.
Zuckerberg from
the conversation
with Erica Albright
wanted the
attention of the
clubs. He wanted it
to be a social
network like a
club. He strongly
believed that using
the prominent club
members was going
to give leverage
because everyone
wanted to be
associated with
such persons.His
strategy worked
because within a
short time “the
Facebook” as it
was then called
gained so much
popularity. Even a
prominent adult
who was not a
student ofHarvard
at therowing race of
the wilkovox made a
complement of the
site.
 Connect with
your friends
and world
around you on
facebook.